David Sirieix Is In Vogue In Fashion
| Media I have an interview to make, for a small newspaper based in New-York, with David LaChapelle. Excited by the idea to meet one of the most famous personality of the moment and one of the best photographer in the world, I waited Impatiently my flight to Los Angeles. Just arrived there, a taxi leads me to the press room downtown, a lot of people were already here and waited for David. At this moment, I was afraid that he would leave the room before I have the time to see him. But, happily, I was one of the first on the list and I could take a big breath. Anyway, I entered and he shook my hand, he was very smily and friendly. We spoke about his life but he chose to tell me his first meeting with David Sirieix. Who is this man? He told me that he has done a TV ad for Passionata with him and their ideas particularly fit both. Surprised, after the interview, I went on the internet to see the video clip on Youtube. Rather excited... Shortly after, I discovered his past: an art director who created controversy a lot of times, particularly with an ad banned after a complain from the Vatican. I went on to speak about my discovery to the other journalists present there. But they all knew him, the new art director in vogue in the sector. I took my flight back to New-York in thinking about it. Two days after, I can't help myself but speaking about him to my chief redactor who, after a long discussion and two or three coffees, asked to write and research more about him. I found easily his office on internet in the south of Manhattan and went to see him. I rang at the door. A beautiful brunette hair girl opens and explains me that David Sirieix is onto a new project, a project about "archetypes". Archetypes?... She gave me the new address in the Upper West Side and I found him there. He let me enter gently and take time to speak with me. It reassures me a lot because I am waiting to hear that such a personality has no time for a small newspaper. But no, he explained me his life, how he has begun in fashion which surprised me: he just read a dozen of major books dealing with this subject. After, he joked about his first meeting with Elle Mcpherson or his early dance with Kim Bassinger. But, what has impressed me the most was his explanations about his innovation. His "archetypes" were a new way to consider marketing to him. A tool to create a real identity for a brand. He uses psychology and what is called the "collective unconscious" to make that happne. Thanks to it, he has and is developing new identity for Marithe + Francois Girbaud, Passionata, Chantelle and Victorinox. He is changing the fashion marketing. In the end, I was "simply impressed".
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